Summer of Moviegoing Game-Changer: 4DX Experience

During this long, hot summer, one experience stands out: watching Twisters in 4DX. Directed by Lee Isaac Chung, Twisters is set in Oklahoma and features Glen Powell and Daisy Edgar-Jones as tornado chasers. While it’s about a 7/10 movie in 2D format—serving as a sequel to the 1996 disaster flick—the real magic happens in the 4DX format.

In 4DX, viewers are subjected to wind and rain to mimic on-screen action, transforming Twisters into an unmissable 10/10 event. Moving seats simulate the bumps and jolts of a truck in an F5 gale, even punching you in the back and tickling your ankles. Each tornado encounter had the audience cheering, particularly when Powell appeared in a tight white T-shirt during a rain scene. I left the theater with tangled hair and a friend who lost her shoe. Not just riding the storm, but becoming part of it, Twisters in 4DX offers an unparalleled experience.

According to many enthusiasts, 4DX has redefined the movie-going experience. Although 4DX arrived in the US a decade ago with Transformers: Age of Extinction, Twisters has set a new benchmark. It broke a domestic box office record for 4DX with $2.3 million from 62 US theaters during its opening weekend. Social media buzz captured the unique experience, showcasing streaked mascara and exhilarated audiences in 4-chair pods. The very next week, Deadpool & Wolverine broke Twisters’ record with $2.8 million, marking back-to-back record weekends for 4DX.

“The premium formats, including 4DX and Imax, are experiencing a renaissance,” says Paul Dergarabedian, a senior media analyst at Comscore. Despite complaints about ticket prices, audiences seem willing to pay extra for unique experiences. For an additional $8 on average, viewers can feel Dune’s sandworm thumpers, experience the zero gravity terror of Alien, and ride through a tornado. The Twisters hype capitalizes on a post-pandemic appetite for big theatrical experiences, breaking the monotony of watching movies at home. “All stars aligned for Twisters,” noted Duncan Macdonald, head of worldwide marketing and theater development for 4DX company CJ 4DPlex Americas.

The summer success of 4DX is largely attributed to a team of artists, referred to as “editors,” based in Seoul, South Korea. They adapt 35-40 Hollywood titles annually, adding 4DX effects like smell, weather, lights, and chair programming to a total of around 1,050 films since 2009. What started as an experiment by South Korean movie chain CJ CGV has now expanded to 792 theaters globally, including 63 in North America.

Typically, the 4DX editing team takes over after almost all post-production is completed, usually about a month before a film’s release. The team meticulously choreographs chair movements and other effects, adjusting to the changing points of view in the film. Decisions are made on which elements to highlight; for example, in Twisters, the focus shifts from the bumps of a battered truck to the sweeping gusts of a tornado, fully immersing the audience. “It’s a very creative process,” says Paul Hyon Kim, senior vice-president of content and production for CJ 4DPlex.

Each 4DX adaptation takes about two weeks and receives final approval from the film’s makers and studio representatives. External feedback also plays a role. For example, during a quality check with Warner Bros for Dune: Part Two, the idea to attune seats to the thumpers attracted by sandworms even when off-screen was suggested, enhancing the suspense.

While 4DX aims to enhance rather than replace standard cinema, CJ 4DPlex plans further expansion. Kim envisions a future where Hollywood directors shoot movies with the 4DX experience in mind. There has already been evident interest from filmmakers who recognize the added value of 4DX effects.

Despite this enthusiasm, the growth of 4DX is limited by the number of theaters able to install the equipment and the number of suitable films. (Future plans include adapting titles like Gladiator 2, Beetlejuice Beetlejuice, and Wicked.) “The movie is at the center of this,” says Dergarabedian, emphasizing that 4DX is designed to enhance, not replace, traditional movie-going experiences.

To keep the excitement going, the company has also updated classic titles like the original Twister for 4DX, along with other films like The Nightmare Before Christmas and The Lord of the Rings trilogy. Whether you choose the 4DX rollercoaster experience or stick with 2D, the buzz around 4DX is a positive sign for theaters aiming to lure audiences back post-pandemic. “You’ve got to get people back into the movie theaters, and how do you do that? You can’t just rely on bigger screens when everyone has large TVs at home,” says Kim. “We believe 4DX offers something truly different.” So, if you catch Twisters in 4DX this weekend, don’t forget a lid for your popcorn and a sweater.